UK regulates Google to let publishers opt out of AI Search features and require content attribution

The UK Competition and Markets Authority (CMA) imposed new conduct rules requiring Google to let website owners prevent their content from appearing in AI Search features like AI Overviews and from being used to fine-tune Google's AI models.

Google is rolling out a new toggle in Search Console that allows publishers to manage how their content is used in AI Search tools, and will also provide new insights showing which webpages appear in AI responses and in which countries.

Publishers who opt out entirely will not receive traffic or impressions from generative AI features, and Google must ensure publisher content is properly attributed with clear links in AI-generated search results.